| Paramount Citrus
2010 REBRAND 100 Winners > notable
Industry: Agriculture, Farming/Gardening, Food
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Paramount Citrus is a California-based citrus grower, shipping up to 300,000 tons of fruit annually throughout North America and the Pacific Rim. Until 2006, Paramount was the largest member of the Sunkist Growers marketing cooperative, and the produce from their groves went to market with the Sunkist label.
Challenge - In 2006 they decided to leave the cooperative and market their “fancy fruit” varieties under their own brand. Paramount Citrus needed a striking retail identity that appealed to retailers as well as consumers, but more importantly, one that helped them define and hold their own place in the citrus industry.
Strategy - We developed a logo that emphasized the fruit’s freshness with elements taken from the grove: trees, leaves and sun. The logo’s bold, bright shapes read clearly in small sizes on fruit stickers, as well as on packaging and point of sale. The logo is supported by a distinctive visual system using close-up images of Paramount employees enjoying and reacting to the flavor of the different fruits (the sweetness of oranges, the tartness of lemons) to establish a clear but light-hearted evocation of the consumer experience.
Result - Paramount’s bright new identity and playful packaging and point of purchase displays stand out in a bustling marketplace, attracting consumers and helping retailers increase sales.
Credits:
Client: Paramount Citrus- www.paramountcitrus.com
Brand Strategists/Designers: CoreBrand Communications - www.corebrand.com
Creative Director: David Garcia
Designers: David Garcia, Annick Wydooghe
Photography: Stephen Hooper
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